Some of the benefits to an organization:

  • Bring in new revenue
  • Engage stakeholders, including difficult market segments to reach i.e. millennials. (By the way, will make up nearly 2/3s of the buying market in the next ten years.)
  • Motivate market segments
  • Create or improve new lines of business or new lines of service – or for non-profits, member benefits, or for donors- additional donor opportunities
  • Programs and Services That Succeed, meaning they don’t waste resources, and achieve their intended aims, reliably, and are repeatable, and scalable.

Understanding Service Design


  • A user-centric approach, with models and tools to visualize aspects of a service. (Visualizing what is occurring or will occur in a service serves as a common language for developing and improving the structure of a service.)
  • Prior, a service would fail or succeed by trial and error.
  • Additionally, by visualizing a service, developers can arrange people, process, functions and technology to achieve desired service results.


  • Service Design uses demand Models, Journey Maps, Personas, Service Concepts, and Service Blueprints. Each model brings users into contact with services.  Different models cover different aspects of a service—from a particular point in time to an overview, or to isolate any specific part of a service.


  • Touchpoints, ServQUAL, ServPERF, and other tools help service designers plan out communications with users, mostly for feedback, performance, and improvement.




Student Login
Log in below to access your courses.
Forgot Password
Enter your email address or username and we’ll send you instructions to reset your password.